Case Study: Susan G. Komen Reinvigorates 3-Day Walk Participation with SlingShot

Susan G. Komen boosts new walkers after a 60% decline with SlingShot

The customer, Susan G. Komen, faced a significant challenge with its 3-Day walk fundraiser, which had seen a 60% decline in new participants. This was due to a narrow audience focus on survivors, increased competition from other events, internal PR issues, and a high barrier to entry. The vendor, SlingShot, a marketing agency, was engaged to revitalize the event.

SlingShot implemented a multi-faceted solution that involved redefining the target audience to include "co-survivors" and others with a history of charitable behavior. They employed a tiered geographic media strategy and a phased flighting approach to align messaging with regional event deadlines. This strategy by SlingShot successfully made the campaign more relevant and urgent, reversing the participant decline.

Susan G. Komen